Compatibility defined in this study as the extent to which consumers believe their online shopping experiences are consistent with their existing styles, habits, and past experiences in physical shopping environments, is included in the research model. Jarvenpaa and Todd (1996–1997) have first extended the concept of compatibility to online shopping contexts. They demonstrated that the compatibility of an online shopping experience with consumers’ shopping habits and product evaluation styles in physical in store shopping is a key factor associated with the adoption of e-commerce, particularly when online shopping experiences cannot sufficiently enable consumers to evaluate product quality.